Waratahs score with mobile service rollout

The HSBC Waratahs have deployed a new mobile service delivery platform which allows fans to access game and transport information directly from the Super 15 rugby team’s website.

The platform, which was built by Blink Mobile Interactive, came about following three years of research into fan behaviour and website information needs.

Waratahs rugby commercial general manager, Kym Aust-Howlett, said that it decided to adopt the digital strategy as a way of engaging with supporters and giving them easier access to information.

“This enabled our website content to be delivered to mobile devices such as smartphones and personal digital assistants [PDAs],” Aust-Howlett said in a statement. “Supporters took to the technology quickly and within two weeks of launching, the site was being frequently used with overall usage surging by up to 250 per cent on game day,”

The information on the mobile-enabled website includes Waratahs news, player profiles, game day information, live scores and membership services. The pages also mesh with a number of third-party services such as travel links to and from venues, and a ticketing service.

According to Aust-Howlett, it took only two weeks for the mobile website to go live as all the information was pulled directly from its existing website.

Aust-Howlett added that the club is looking to include more information for supporters who use the mobile service. Some of the plans for the 2012 season, for example, include delivering exclusive mobile content and adding extra transport links, pre-game activities, live scoring, game day competitions, match surveys and fan polling.

Follow Hamish Barwick on Twitter: @HamishBarwick

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Copyright © 2012 IDG Communications, Inc.

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